Free the Joy with Cadbury Dairy Milk & The Soil

Conceptualised in conjunction with Ogilvy & Mather Johannesburg, the team was tasked with creating engaging communication to speak to a primarily female Cadbury Dairy Milk target consumer and bring to life the spontaneous release of joy that Cadbury Dairy Milk chocolate evokes.‘Triplets’ taps into the insight that South Africans are inherently joyful, and they have this joy within each and every one of them. It just takes something to free it and for this joy to bubble over into the world – Cadbury Dairy Milk is the trigger to ‘Free the Joy’ from the inside.
“The creative execution of this proposition needed to resonate with South African consumers and conjure the distinctiveness of the Cadbury Dairy Milk brand in South African culture, we believe ‘Triplets’ delivers on this,” says Chris Gotz, chief creative officer of Ogilvy & Mather South Africa.

Appropriately set to the music track Joy (We Are Family) by well renowned South African acapella group The Soil, the song speaks to the hearts of the nation and opens them up for joy just like Cadbury Dairy Milk Chocolate. A special edit of the Joy song was specifically recorded by the group for the TV commercial and their body movements and facial expressions were captured through motion caption suits and applied to the animated babies by Glassworks in the UK.

“When The Soil performs the song, you can feel their passion and a rich sense of joy – we wanted this to come through in our TV ad. South Africans have not seen animation of this quality and much attention was given so that the most realistic and beautiful expression of ‘joy’ and real life through animation could be created through the triplets,” says Adrian De Sa Garces, director at Velocity.

“Cadbury Dairy Milk is a big loved brand, with a uniquely Cadbury chocolatey taste. Cadbury reminds us to jump for joy, to dance like no-one is watching or sing in front of the mirror because the greatest gift we can give is to let a little joy shine. Being joyous is a truly South African value….we are positive by nature, we dance and sing for all occasions, ‘Triplets’ showcases this ‘irrepressible joy’ in a truly unique way,” says Meredith Kelly, Mondelez SA Chocolate Category Leader.

‘Triplets’ officially hit South African TV screens on Sunday, 13 July. The campaign will also be supported by striking in store displays nationwide, high impact outdoor billboards as well as digital and public relations support. The outdoor campaign will comprise of 70 sites per month, including “walking” Citilites and 40 yellow Calabash sites to specifically reach the new Cadbury Dairy Milk target consumer. The new communication campaign will also be amplified on the brand’s Facebook page, here.
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